THE MEDIA BUSINESS: ADVERTISING -- ADDENDA

By Constance L. Hays

Published: July 20, 2000

Motorola is asking the three agencies that handle its advertising duties, with combined billings estimated at $150 million, for ideas that could be used for a global brand strategy.

Jennifer Weyrauch, a spokeswoman for Motorola in Schaumburg, Ill., said the company was ''working with our three current agencies to determine the best way to leverage the Motorola brand.''

Those roster shops are: McCann-Erickson Worldwide Advertising in New York, part of the McCann-Erickson World Group unit of the Interpublic Group of Companies, which has handled Motorola's consumer advertising since 1997; Leo Burnett USA in Chicago, part of the Leo Burnett Worldwide unit of the B Com3 Group, which has handled semiconductor products since 1997; and Ogilvy & Mather Worldwide in New York, part of the WPP Group, which has handled interactive duties through its Ogilvy One unit since this year.

Ms. Weyrauch declined to discuss whether Motorola was considering consolidating the account at a single agency; the daily fax edition of Advertising Age reported that a consolidation was likely.

Currently, McCann-Erickson handles the bulk of the account; spending for consumer advertising is estimated at $100 million.